<p>Title: To build and transport brands to the Internet – A qualitative case study of Getinge Infection Control and von Braun Sports Cars. </p><p>Seminar date: 2009-06-09. </p><p>Course/ subject: FÖ6016, Degree Project Undergraduate level, 15 University Credits Points (ECTS). </p><p>Authors: Kristoffer Eriksson and Erik Kaplar. </p><p>Advisor: Navid Ghannad. </p><p>Key words: Branding, I- branding, Internet Marketing, Internet, Getinge Infecton Control and von Braun Sports Cars. </p><p>Purpose: The degree project purpose is to gain better knowledge and get greater understanding in how the banding process in B2B and B2C is followed out. We will examine if there is any differences between the two contexts and examine why. Finally we will examine and try to get a greater knowledge in how the companies transport their brand to the Internet. </p><p>Theoretical perspectives: The theory opens with the differences between the business contexts B2B and B2C. This is followed by Bergstrom’s (2000) and Melin’s (2006) theories of classical branding and finally how this is transported to the Internet with the 7C model. </p><p>Methodology: In order to pursue our purpose a qualitative case study with a deductive effort has been chosen. The case study include two corporations that match our deliminations. </p><p>Empirical foundation: Based on the theoretical perspectives the interviews has been performed with employees at both corporations. To the Getinge Infection Control case the corporations Brand manager and one of the project managers responsible for IT was interviewed. The second corporation is von Braun Sports Cars. The owner/ founder of the company and the CEO has been interviewed for the study. The two corporation’s homepages and one internal document has also been examined. </p><p>Conclusions: The study shows that there are differences in both branding and how this is transported to the Internet. The differences are not based on the business contexts but rather on other factors like size, resources and priorities within the corporations. The study also emphasizes the importance of basic branding before it can be transported to the Internet.</p>

Title: To build and transport brands to the Internet – A qualitative case study of Getinge Infection Control and von Braun Sports Cars. Seminar date: 2009-06-09. Course/ subject: FÖ6016, Degree Project Undergraduate level, 15 University Credits Points (ECTS). Authors: Kristoffer Eriksson and Erik Kaplar. Advisor: Navid Ghannad. Key words: Branding, I- branding, Internet Marketing, Internet, Getinge Infecton Control and von Braun Sports Cars. Purpose: The degree project purpose is to gain better knowledge and get greater understanding in how the banding process in B2B and B2C is followed out. We will examine if there is any differences between the two contexts and examine why. Finally we will examine and try to get a greater knowledge in how the companies transport their brand to the Internet. Theoretical perspectives: The theory opens with the differences between the business contexts B2B and B2C. This is followed by Bergstrom’s (2000) and Melin’s (2006) theories of classical branding and finally how this is transported to the Internet with the 7C model. Methodology: In order to pursue our purpose a qualitative case study with a deductive effort has been chosen. The case study include two corporations that match our deliminations. Empirical foundation: Based on the theoretical perspectives the interviews has been performed with employees at both corporations. To the Getinge Infection Control case the corporations Brand manager and one of the project managers responsible for IT was interviewed. The second corporation is von Braun Sports Cars. The owner/ founder of the company and the CEO has been interviewed for the study. The two corporation’s homepages and one internal document has also been examined. Conclusions: The study shows that there are differences in both branding and how this is transported to the Internet. The differences are not based on the business contexts but rather on other factors like size, resources and priorities within the corporations. The study also emphasizes the importance of basic branding before it can be transported to the Internet.

Internet påverkar vår vardag i allra högsta grad. Våra rutiner har förändrats och därmed ställs det även krav på företagen att möta sina kunder där kunderna finns. En bransch som tagit stor hänsyn till detta är bankvärlden. Men hur möter de kunderna på den digitala arenan? Hur hanterar de sitt varumärke ur ett digitalt perspektiv?   Denna studie har som syfte att undersöka just detta och se på fyra av de svenska rikstäckande bankernas digitala varumärkeshantering och hur de arbetar med kommunikation i digitala kanaler. Det intressanta är att se de tendenser som finns idag men även hur de undersökta bankerna ser på framtiden inom varumärkeshanteringen. För att få en tydlig teoretisk grund har författarna valt att göra studien utifrån ett redan utformat teoretiskt ramverk kallat i-Branding.  Den metodologiska grunden för uppsatsen är kvalitativa djupintervjuer med representanter för utvalda banker. Vidare har studien en hermeneutisk ansats och har som syfte att vara tolkande.   Viktiga resultat som studien visar på är att samtliga av de undersökta bankerna ser den digitala varumärkeshanteringen och internet som viktig. De ser dock inte någon större skillnad i hur man traditionellt arbetar med varumärkeshantering jämfört med den digitala varumärkeshanteringen. Samtliga banker påpekar att det är kundmötet som är det viktiga, oavsett var det äger rum. Många av bankerna hade även funderingar på hur man skulle kunna ta tillvara på de möjligheter som internet ger, men den faktiska aktiviteten inom området var mindre. Angående framtiden var samtliga banker av samma åsikt om att internets betydelse kommer öka och att traditionella massmedier kommer få en mindre del av marknadskommunikationen. Två av bankerna framhöll även mobiltelefonen som nästa stora kanal för bankernas kommunikation. / The fact that internet affects our everyday lives cannot be argued. Our routines have changed and so have the routines for companies. The companies now have to communicate to their customers using new methods. One industry that early adopted the digital technology is the banking industry. But how do they meet their customers on the digital arena? How do they manage their brands from a digital perspective?  The aim of this study is to see how four of the Swedish banks are working with online branding and communication through digital channels. The study has two interesting viewpoints, to see the trends in online branding for banks and to see the future for brand management in the banking industry. As the theoretical foundation the writers has chosen to make the study through a theoretical framework called ”i-Branding”.  The method used in the study is qualitative interviews with key persons from the different banks. Furthermore the study has a hermeneutic viewpoint and the goal is to interpret the results and through this describe and explain the phenomena.   Key results that the study shows are that all of the banks see online branding and the internet as very important in their work with brand management. The banks however cannot separate online brand management from the traditional brand management. All the banks state that it is the meeting with the customer that has to be the central point, wherever it takes place. The banks also had a lot of thoughts on how the internet could be of better use in their brand management but it was a lack of actual activity from the banks. Regarding the future, all banks said that the impact of internet is going to increase and take shares from the traditional mass media. Two of the banks also said that they thought that the mobile phone is the next big channel for communication.

<p>Internet påverkar vår vardag i allra högsta grad. Våra rutiner har förändrats och därmed ställs det även krav på företagen att möta sina kunder där kunderna finns. En bransch som tagit stor hänsyn till detta är bankvärlden. Men hur möter de kunderna på den digitala arenan? Hur hanterar de sitt varumärke ur ett digitalt perspektiv?  </p><p>Denna studie har som syfte att undersöka just detta och se på fyra av de svenska rikstäckande bankernas digitala varumärkeshantering och hur de arbetar med kommunikation i digitala kanaler. Det intressanta är att se de tendenser som finns idag men även hur de undersökta bankerna ser på framtiden inom varumärkeshanteringen. För att få en tydlig teoretisk grund har författarna valt att göra studien utifrån ett redan utformat teoretiskt ramverk kallat i-Branding. </p><p>Den metodologiska grunden för uppsatsen är kvalitativa djupintervjuer med representanter för utvalda banker. Vidare har studien en hermeneutisk ansats och har som syfte att vara tolkande.  </p><p>Viktiga resultat som studien visar på är att samtliga av de undersökta bankerna ser den digitala varumärkeshanteringen och internet som viktig. De ser dock inte någon större skillnad i hur man traditionellt arbetar med varumärkeshantering jämfört med den digitala varumärkeshanteringen. Samtliga banker påpekar att det är kundmötet som är det viktiga, oavsett var det äger rum. Många av bankerna hade även funderingar på hur man skulle kunna ta tillvara på de möjligheter som internet ger, men den faktiska aktiviteten inom området var mindre. Angående framtiden var samtliga banker av samma åsikt om att internets betydelse kommer öka och att traditionella massmedier kommer få en mindre del av marknadskommunikationen. Två av bankerna framhöll även mobiltelefonen som nästa stora kanal för bankernas kommunikation.</p><p> </p> / <p>The fact that internet affects our everyday lives cannot be argued. Our routines have changed and so have the routines for companies. The companies now have to communicate to their customers using new methods. One industry that early adopted the digital technology is the banking industry. But how do they meet their customers on the digital arena? How do they manage their brands from a digital perspective? </p><p>The aim of this study is to see how four of the Swedish banks are working with online branding and communication through digital channels. The study has two interesting viewpoints, to see the trends in online branding for banks and to see the future for brand management in the banking industry. As the theoretical foundation the writers has chosen to make the study through a theoretical framework called ”i-Branding”. </p><p>The method used in the study is qualitative interviews with key persons from the different banks. Furthermore the study has a hermeneutic viewpoint and the goal is to interpret the results and through this describe and explain the phenomena.  </p><p>Key results that the study shows are that all of the banks see online branding and the internet as very important in their work with brand management. The banks however cannot separate online brand management from the traditional brand management. All the banks state that it is the meeting with the customer that has to be the central point, wherever it takes place. The banks also had a lot of thoughts on how the internet could be of better use in their brand management but it was a lack of actual activity from the banks. Regarding the future, all banks said that the impact of internet is going to increase and take shares from the traditional mass media. Two of the banks also said that they thought that the mobile phone is the next big channel for communication. </p><p> </p>

Knowledge about personal branding, the development and sustaining of a personal brand and the link between personal branding and career success did not exist in a scientifically structured manner. The purpose of this study was to understand what the elements of personal branding are and what it takes to develop a personal brand in the corporate environment. It was also important to identify whether personal branding is key to career success. The systematic literature review procedure was used to identify, analyse and critically evaluate both empirical studies and popular literature relating to personal branding. The current body of knowledge was ill defined and a six step model detailing how to develop and maintain a personal brand was developed as a result of a content analysis of the available popular literature. A measure of a complete personal brand within the workplace was subsequently developed. In this study, the hypotheses of a possible relationship between personal branding and career success (performance appraisal score, 360 leadership evaluation and talent board placement) were tested. It was found that talent board placement was statistically significant and practically related to personal branding. The study was the first to provide a measurement tool as well as empirical evidence on the relationship between personal branding and career success and, as such contributed significantly to the body of knowledge. This study also opened avenues for further research. / Daar was min kennis oor ’n persoonlike handelsmerk, die ontwikkeling en handhawing van ’n persoonlike handelsmerk, en die verband tussen ’n persoonlike handelsmerk en loopbaansukses in die wetenskaplike domein beskikbaar. Die doel van hierdie studie was om die elemente van ’n persoonlike handelsmerk te begryp, asook om te bepaal wat dit behels om ’n persoonlike handelsmerk in die korporatiewe omgewing te ontwikkel. Dit was ook belangrik om te bepaal of ’n persoonlike handelsmerk deurslaggewend is tot loopbaansukses. ‘n Sistematiese literatuuroorsig is gedoen om empiriese studies asook gewilde literatuur oor ’n persoonlike handelsmerk te identifiseer, te ontleed en krities te evalueer. Gegewe beperkte akademiese kennismateriaal, en na aanleiding van die inhoudsontleding van die beskikbare gewilde literatuur, is ’n sesstapmodel ontwikkel om aan te dui hoe ’n persoonlike handelsmerk ontwikkel en gehandhaaf kan word. Na aanleiding hiervan is ’n instrument ontwikkel om ’n person se handelsmerk omvattend in die werkplek te meet. Dit is gevolg deur hipoteses van ’n moontlike verband tussen ’n persoonlike handelsmerk en loopbaansukses (prestasiebeoordelingtelling, 360-leierskapevaluasie en talentplasing) te toets. Die studie het bevind dat ’n persoonlike handelsmerk statisties beduidend en prakties relevant is tot talentplasing. Hierdie navorsing lewer ’n omvattende meetinstrument vir die meting van ’n persoonlike handelsmerk, asook empiriese bewyse rakende die verhouding tussen ’n persoonlike handelsmerk en loopbaansukses. Die studie maak in dié opsig ‘n beduidende bydrae tot die gebrekkige akademiese kennismateriaal wat oor hierdie onderwerp beskikbaar is. / Ulwazi nge-branding yomuntu siqu, ukuthuthukiswa kanye nokuqhubekela phambili kwe-brand yomuntu siqu kanye nokuxhumana phakathi kwe-brand yomuntu siqu kanye nokuphumelela emsebenzini bekuyizinto ebezingahlelekile ngendlela yesisayense. Inhloso yalolu cwaningo bekuwukuqondisisa ukuthi ngabe iyini imikhakha ye-branding yomuntu siqu kanye nokuthi yini okudingekayo ukwenza ibrand yomuntu siqu emkhakheni wezamabhizinisi. Bekubalulekile nokubheka ukuthi ngabe i-branding yomuntu siqu isemqoka kangakanani ekuphumeleleni emisebenzini. Inqubo yokubuyekeza imibhalo ngendlela ehlelekile iye yasetshenziswa ukuphawula, ukuhlaziya kanye nokuhlola izifundo ezinobufakazi ezenziwe kanye nemibhalo edumile maqondana ne-branding yomuntu siqu. Imikhakha yolwazi ekhona ibingachazekile kahle, kanti kuye kwalandelwa imodeli yezinyathalo eziyisithupha echaza imininingwane ngokwenza kanye nokugcina i-brand yomuntu siqu, iye yenziwa ngakho-ke kwase kuhlaziywa ingqikithi yemibhalo edumile ekhona. Kwenziwe i-brand yomuntu siqu ephelele emkhakheni wezemisebenzi. Kulolu cwaningo, kuhlolwe i-hypotheses yobudlelwane phakathi kwe-branding yomuntu siqu kanye nokuphumelela emsebenzini (amaphuzu ohlolo lokusebenza ngendlela efanele, uhlolo lobuholi obungu 360, kanye nokubekwa kwebhodi yamathalente endaweni efanele) kuye kwahlolwa. Kutholakale ukuthi ukubekwa kwebhodi yamathalente endaweni efanele yinto esemqoka ngokwamastatistiki kanti futhi kuhambisana ne-branding yomuntu siqu. Ucwaningo belungolokuqala ukuhlinzeka ngethuluzi lokukala kanye nocwaningo obunobufakazi obubambekayo ngobudlelwane phakathi kwe-branding yomuntu siqu kanye nokuphumelela emsebenzini, kanti-ke, lokhu yikho okuye kwaba nomthelela obabalukile kulwazi. Lolu cwaningo luvule imikhakha lapho okungenziwa khona ezinye izinhlobo nemikhakha yocwaningo. / Business Management / DBL